Live your myth in Greece, drink it back home: the effect of a holiday experience in Greece on marketing wine from Greece in the United Kingdom

The paper describes a study that focuses on the factors influencing wine consumption in the United Kingdom. The study uses a mixed methods approach employing both qualitative and quantitative research techniques. This paper examines the effect that holiday destination has on UK consumer behaviour towards wine. Specifically, the paper reports findings from the focus group discussions carried out at the qualitative stage of the study. Eight focus groups were conducted with wine consumers in the Newcastle Upon Tyne area, UK, who had bought at least one bottle of wine in the month prior to the group discussion. Full transcripts of the focus groups were analysed using NVivo7. Thematic analysis was employed at the initial coding phase of the data analysis followed by content analysis which facilitated a more rigorous examination of participants’ attitude and behaviour. The findings suggest that holiday destination influences UK consumer behaviour towards wine, in particular the on-trade compared to the off-trade consumption. Holiday destination has a greater effect on consumers who display a high degree of involvement with wine. Wine tasting sessions as a part of the holidays strengthen this influence. In contrast, the main barrier to seeking wines which consumers tried while they were on holidays when they return in the UK is the perception that these wines are not available in the UK market. In relation to wine from Greece, a holiday experience in Greece has limited effect on participants’ Greek wine consumption in the UK, as they displayed limited knowledge about wine from Greece, in terms of the wine producing regions in Greece, including the Protected Designation of Origin wine producing regions, and the indigenous grape varieties of Greece. In addition, they displayed a low degree of willingness to look for wines from Greece in the UK, mainly due to the lack of knowledge and their perceptions about the availability of wines from Greece in the UK. The paper identifies and facilitates the in-depth understanding of the main factors that influence UK consumer willingness to buy wines from countries that have visited on holidays. In addition it highlights the effect of the post-holiday behaviour on the economy of the host country